Paid advertising has proven to bring more traffic to your website and thereby increase business. However, it can be quite expensive if you do not conduct your campaign well. How will you know you are getting the most out of the paid ads? A number of businesses receive leads as a result of using paid traffic. Unfortunately, people make a lot of mistakes and miss out on extra potential value from their campaigns. This is highly attributed to use of too broad keywords and therefore paying for lead which are extremely unlikely to convert.

In order to ensure the paid advertising you engage in is performing better, there are a number of things you should know. The first and most important thing is finding the right keywords to bid on for your paid traffic. Therefore, it is of importance to learn how to find keywords to bid on for paid traffic. The following are the ways to achieve this:

Long tail keywords

Before you jump into the paid advertising, you ought to understand how keywords work. One of the best tools to use is Google’s AdWords tool. This tool will help you discover the keywords that are relevant to your industry. The main disadvantage with this tool is that it tends to generate very broad keywords, which are less effective and quite expensive. Ideally, you are not looking for the exact words, which your customers use to find you. Therefore, go out for the “long tail keywords”. They are longer and more specific and they make up the majority of the search-driven traffic.

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Know your Territory

There are different places to purchase ads, with each place having its own merits and demerits. First, understand major forms of paid advertising. For instance, you can go for banner ads, text ads, or Google AdWords. Banner ads can be highly successful when they are used properly. Text ads are quite effective but heavily rely on adequate keyword search. Google AdWords is by far the most popular choice for ppc ads but it can be expensive compared to other platforms. It's worth testing out other providers however such as 7search and Bing.

Analyze your website 

It is important to note that the best source of the right keywords is your website. There are survey tools you can use to find out what your site visitors are looking for and why they are interested in doing business with you. One of such tools is Qualaroo. The language your customers use can be an effective ad copy. Lastly, you should review your keywords regularly. This should be after your analytics have accumulated adequate information and accurate trends.